PhD Student in Business Administration
Educational BackgroundPost Grad. Diploma, Forest Management, Indian Institute of Forest Management, 2012
B.S. in Agriculture, Kerala Agricultural University, 2009
Positions HeldGraduate Research Asssistant, College of Business, University of Illinois (Urbana-Champaign), 2016
Area Convenor & Associate Fellow, The Energy and Resources Institute (TERI), New Delhi, 2012-2016
Visiting Graduate Scholar, Gund Institute of Ecological Economics, University of Vermont, 2011
Research Assistant, Kerala Agricultural University, 2009-2010
Recent PublicationsViswanathan, M. , Sreekumar, -. Forthcoming. Consumers and Technology in a Changing World: The Perspective From Subsistence Marketplaces. European Journal of Marketing
Otnes, C. , Tuncay Zayer, L., Arias, R. , Sreekumar, -. 2018. "The Roles of Extraordinary Beliefs in Consumer Rituals". Journal of the Association for Consumer Research, 3: 566-581
Viswanathan, M. , Duncan, R., Grigortsuk, M. , Sreekumar, -. 2018. "A Bottom-Up Approach to Understanding Low-Income Patients: Implications for Health-Related Policy". Journal of Law, Medicine & Ethics, 46: 658-664
Viswanathan, M. , Sreekumar, -., Gau, R. 2018. Evolving and Expanding Marketing to Address Challenges and Opportunities in Subsistence Marketplaces: Looking Back and Forward . In Ramendra Singh (Ed.), Bottom of the Pyramid Marketing: Making, Shaping and Developing BOP Markets. Emerald Group Publishing, Ltd..
Viswanathan, M. , Sreekumar, -. 2017. Marketing and Poverty Alleviation: Synergizing Research, Education, and Outreach Through the Subsistence Marketplaces Approach.. Markets, Globalization & Development Review
Rehman, I., Sreekumar, -., Gill, B., Worrell, E. 2017. Accelerating access to energy services: Way forward. Advances in Climate Change Research, 8: 57-61
Honors and AwardsZwisler Summer Fellowship, 2016-2017
Jagdish N. Sheth Doctoral Fellowship, University of Illinois, Urbana Champaign, 2016
Roll of Honour, The Energy and Resources Institute, 2015
Teaching and Research Interests
New product development; international marketing.
I am currently interested in studying how firms design products for emerging markets. I am working on projects investigating visual imagery by designers, and the phenomenon of product design imitation. I employ both qualitative and quantitative methods in my research. My past projects explored marketplace exclusion, consumer rituals and entrepreneurship in subsistence marketplaces.